Global Marketing Operations

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Global Marketing Operations

  1. 1. DemandGen International, Inc.<br />
  2. 2.
  3. 3. Marketerslikeyou<br />NetApp EMEA Rolloutandsupport<br />Novell EMEA <br />Campaignsupport<br />Adobe EMEA <br />Support<br />NXPRolloutandsupport<br />
  4. 4. Agenda<br />Whyyouarehere<br />Challenges you face<br />Where you want to go<br />How to get there<br />
  5. 5. Who areyou?<br />Enterprise<br />Fast Growing<br />Youarea large Enterprise witha global, distributedteam<br />Create scalableandefficientprocessaccross a global operation<br />Youare a fast growingcompanywithno global presence (yet!)<br />Lookingforbestpracticestoexpandinternationally<br />
  6. 6. Yourgoals<br />One Source - Establish a single master source of contact data and create a global marketing database<br />Get in Sync - Gain global alignment or agreement on data, metrics and processes<br />Automate workflows - Leverage process automation and execute consistently <br />Gain Insight - Offer business visibility and analytics into marketing activities, sales alignment and customer actions<br />
  7. 7. Yourgoals<br />Scalable Execution - Standardized processes for campaign execution<br />Gain Leverage - Work with local country agencies<br />Gain Expertise - Apply best practices and benefit from experiences other organizations with similar challenges<br />Consistent Approach - Achieve brand compliance and consistency across regions<br />
  8. 8. Challengesyouface<br />{ Challenge #1: Team Structure}<br /> Challenge #2: Complexity<br /> Challenge #3: Localization<br /> Challenge #4: Data<br /> Challenge #5: Cultural Differences<br />
  9. 9. Challenges #1: Team Structure<br />
  10. 10. Silo Teams<br />Processesare not integrated<br />Thereisnobuy-in<br />Lack ofadoption<br />Multiple systemsoperating<br />
  11. 11. No Resources<br />No„feet on theground“<br />Lack ofexpertise<br />Nodatabase<br />
  12. 12. Howdo yougettherefromhere?<br />Ittakesmorethan just rolling out thesoftwareandtrainingyourteam. You will needto find yourinternalchampions, create a taskforceteamandbuild a roadmap.<br />
  13. 13. Howdo yougettherefromhere?<br />Let‘sfaceit!Youreallycan‘tgettherewithout a dedicatedresourceor an agencythatcanhelpyoucustomizeyouroffereringsandhelpyougrowyourdatabase. <br />
  14. 14. Challengesyouface<br />Challenge #1: Team Structure<br />{Challenge #2: Complexity}<br /> Challenge #3: Localization<br /> Challenge #4: Data<br /> Challenge #5: Cultural Differences<br />
  15. 15. Challenge #2: Complexity<br />
  16. 16. Onestepat a time…<br />
  17. 17. Build a Roadmap<br />
  18. 18. Challengesyouface<br />Challenge #1: Team Structure<br />Challenge #2: Complexity<br />{Challenge #3: Localization}<br /> Challenge #4: Data<br /> Challenge #5: Cultural Differences<br />
  19. 19. Challenges #3: Localization<br />Guten Tag<br />Buongiorno<br />Koinnichiwa<br />Hola<br />Bonjour<br />Ni Hao<br />Hello<br />
  20. 20. How can I implement the Eloqua toolkit in each country?<br />
  21. 21. Localization Matters<br />Opening Rates upto 63% after A/B subjecttesting!!!<br />
  22. 22. Challengesyouface<br />Challenge #1: Team Structure Challenge #2: Complexity <br />Challenge #3: Localization{Challenge #4: Data}<br /> Challenge #5: Cultural Differences<br />
  23. 23. Challenge #4: Gotdirtydata?<br />
  24. 24. Inconsistentdata<br />Inconsistencies in spelling prevent contacts from getting included in marketing programs. As a result, a portion of contacts in your database will remain untouched. <br />DemandGenhas developed one Standardization Program to update those local datasets in the correct format. The format was based on the data dictionary defined.<br />
  25. 25. Zip codes, telephone numbers and country names<br />
  26. 26. Special characters (Umlauts) <br />
  27. 27. Stepbystep<br />Analysingfields<br />AnalysingentriesNumberofentries Unique entriesPercentageofentries<br />Get relevant dataNumber email-addresses Company information Infrastructure<br />Prioritizefields, based on thedatadictionary<br />Field mappingplans<br />
  28. 28. Challengesyouface<br />Challenge #1: Team Structure Challenge #2: Complexity <br />Challenge #3: Localization<br /> Challenge #4: Data<br />{Challenge #5: Cultural Difference}<br />
  29. 29. Challenge #5: Cultural Differences<br />
  30. 30. Salutations<br />
  31. 31. Howitworks<br />In order to match the right salutation to each recipient, sophisticated update rules and field merges are required. You will need to update each profile with “country” information and set up a program to route each contact into the right path. Once the contact is added to the “Greeting Program”, the program sets the correct salutation field based on the contact’s information.<br />
  32. 32. Whereyoudon‘twanttogo…<br />Low adoption<br />Untrainedteam<br />NoROI on yourMarketing Automation investment<br />Noeffieciencies<br />Not followingbestpractices<br />
  33. 33. Rome was not built in adayWeareheretohelp<br />50 Employees Worldwide<br />Supported Languages: German, English, and French<br />200+ Clients <br />Apple, Siemens, NetApp, Novell, Nokia, Polycom, American Express, FICO, Dupont, OCOM, Standard and Poors, VMWare, Citrix, Riverbed, Successfactors, Taleo…<br />
  34. 34. Award Winning Results<br />2010 Markie Finalist – Most Creative Campaign (Client: Taleo) <br />2010 Markie Finalist – Best Nurture (Client: Taleo) <br />2010 Markie Finalist – Lead Scoring (Client: NetApp)<br />2010 Markie Finalist – Marketing Excellence (Client: NetApp)<br />2010 Markie Finalist – Marketing Visionary (Client: TrialPay, Hexaware)<br />2010 Sirius Decisions – ROI Award (Client: Polycom)<br />2010 Sirius Decisions – ROI Award (Client: Taleo)<br />2009 DreamforceAddy Award – Sales Enablement (Client: Infoblox)<br />2009 Markie Winner – Best Nurture (Client: Ellie Mae) <br />2009 Markie Finalist – Lead Scoring (Client: Taleo)<br />2009 Markie Finalist – Lead Scoring (Client: Bella Pictures)<br />2009 Partner Award – Most New Clients (Europe)<br />2008 Employee Management Association – Best Nurture (Client: Accela)<br />2008 Markie Winner – Best Nurture (Client: Taleo)<br />2007 Eloqua Partner Awards – Highest Eloqua Customer Satisfaction<br />
  35. 35. Global Centers of Excellence<br />United States<br />International <br />
  36. 36. Resources availabletoyou<br />Toolkit: global.demandgen.de<br />
  37. 37. Copyright © 2010 DemandGen International, Inc.<br />

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